Vortrag der ProgrammatiCon 2016: Linking programmatic media to dynamic creative (Justin Campbell, agcs)

1. Linking Programmatic Media
to Dynamic Creative

3. Looking into the past…
• Chrome, Firefox & Safari block Flash
• Flash Developers no longer needed
• DACH Region skills shortage in HTML

4. Where are we now?
• Huge technical development in RTB
• Advances connecting data to campaigns
• Progress in re-targeting cross platform
• HTML5 in constant evolution

5. How is the market reacting?
• Havas Media Launch Hercules
• WPP hub employs 250 developers in Prague
• Undertone acquire SparkFlow - mobile
• Sizmek acquire PointRoll - DCO
• Technical agencies on the rise

6. What can be done?
What does HTML5 offer?

7. Google Re-targeting
• Google re-targeting through DBM
• Adaptable re-targeting baners
• Full control and flexibility
• Ability to run smaller campaigns

8. Real Time data change
• Bathstore real time offer changes
• Managed through Google Sheets
• Or pre-program in events & offers

9. AB Testing for performance
• Universal Pictures
• AB Testing
• Normally only deliver one creative
• Fast & Furious DVD sales target

10. 42% UPLIFT!
WINNER

11. • Call to action Bottom right
• Contrasting colours
• Direct language
• 3.8% iPad, 1.7% Mobile
• Desktop 0.7%
High performing examples…

12. Dynamic Creative Optimisation
D.C.O. based on a range of data:
• DMP data
• Customer CRM data
• Location
• Weather
• Click Optimisation data
• Competitor data
• Automatic language change / localisation

14. Marketing Data
• Car dealerships
• Localising advertising
• Linking specific information from CRM systems

15. Ultimate benefits of HTML5
• Increased efficiency
• Connecting data received in the ad call
• Linking to external feeds - weather, location etc.
• Ready for mobile & tablet
• Green Sock animation development

16. Problem Solution

17. Thank You